Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
What goes into SEO?
To understand what SEO really means, let’s break that sentence down and look at the parts:
Quality of traffic. You can attract all the visitors in the world, but if they’re coming to your site because Google tells them you’re a resource for Apple computers when really you’re a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer.
Quantity of traffic. Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better.
Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don’t have to pay for.
In order to make web pages appear in high positions in the search results, SEO tries to shape a website according to Google’s algorithm. Although Google’s algorithm remains secret, over a decade of experience in SEO has resulted in a pretty good idea about the important factors.
Read more: ‘What does Google do?’ »
In our view, the factors in Google’s algorithm can be divided into two categories, which determine the ranking of your website together:
1 On-page SEO factors
On-page SEO factors are all the things you can influence on your own website. All kinds of technical aspects of your website are important for the chances of your website to rank in the search engines. WordPress actually is a rather SEO-friendly platform. Combined with our Yoast SEO plugin, most technical challenges are covered.
The structure of your website, your site speed and the content of your site are other important on-page SEO factors. Just browse through the different categories of our SEO blog to find all those important on-page ranking factors.
Next to on-page SEO factors, there are off-page SEO factors. These off-page SEO factors are a bit more difficult to influence, though. The most important off-page factor are the links to your site. The more (relevant) sites link to your website, the higher your ranking in Google will be.
Keep reading: ‘Link building from a holistic SEO perspective’ »
Another off-page factor is the competition or the niche of your specific website. In some niches, it is much harder to rank, than in other niches. The competitiveness of your market therefore also has a large influence on your chances to rank.
We believe in what we call holistic SEO. SEO should never be a trick. It should be a sustainable long-term strategy. Using tricks in order to fit Google’s algorithm only works in the short run. Google’s mission is to organize the world’s information and make it universally accessible and useful. Google wants to show their users the best result for a specific keyword. If you want to rank for that keyword, you should simply try to be the best result.
Be the best result!
Being the best result means focusing on technical excellence, great User Experience, flawless website security, and really awesome content. You should focus on all the aspects of website optimization in order to be the best result. That’s what our holistic SEO strategy is all about!